Winter is here—the air is crisp, the holiday spirit’s warming up, and Sports Direct is turning up the excitement with its 2024 winter campaign, “New Traditions Start Here.”
This season, as Europe’s top spot for all things sports gear, they’re not just bringing out the best of the best in footwear and fitness—they’re also lining up a stellar cast of sports legends to make this holiday truly unforgettable.
Imagine a snowy scene straight out of a holiday card, complete with spirited grandmothers, shadowboxing with snowmen—a perfect knockout to kick things off!
This isn’t just any festive campaign; it’s a star-studded parade featuring the likes of football maestro Frank Lampard, rugby powerhouse Maro Itoje, and the indefatigable endurance athlete Russ ‘Hardest Geezer’ Cook, alongside England’s football gem Lucy Bronze and the sharp-minded boxing promoter Eddie Hearn.
Sports Direct isn’t just showcasing athletic prowess; they’re making it clear that sports can be the heart of every family’s holiday tradition.
From family runs through frosted parks to friendly football matches that could rival any Boxing Day fixture, the campaign positions Sports Direct at the centre of these newly minted traditions.
This year’s film is a smorgasbord of touching and exhilarating moments. Picture this: a PUMA-sponsored garage turning into a HYROX haven, Frank Lampard crashing a family football game, and Rhasidat Adeleke dashing through the neighbourhood faster than Santa’s sleigh.
Not to mention, a barbershop scene with Eddie Hearn and crew that’s as sleek as the haircuts on offer.
With two-thirds of UK adults gearing up to add a sporty twist to their festive celebrations, Sports Direct hits the mark with offerings like the adidas Predator Elite boots and the Nike Pegasus 41 Gore-Tex trainers—because nothing says “holiday cheer” like a new pair of kicks that can handle a dash through the snow.
David Clark, the Chief Customer Officer at Frasers Group, puts it perfectly: “At Sports Direct, sport is at the centre of everything we do, and we believe in its unique power to inspire.
This winter season, we’re challenging sports enthusiasts to level up their usual festivities, embrace new traditions, and elevate their holidays with sport – whether it’s a Boxing Day football match or a winter walk.
Our ‘New Traditions’ holiday campaign spotlights the world’s best sporting brands, including Nike, adidas, PUMA, Under Armour and Everlast, showcasing Sports Direct as the ultimate sports destination offering quality, choice and the best kit money can buy.”
Set to launch on November 14th, the campaign will light up TVs, stores, and digital platforms nationwide, ensuring that when it comes to holiday traditions, Sports Direct is the place where new adventures begin, and sporting dreams come true.
For more information, visit Sports Direct at www.SportsDirect.com